There’s a difference in approach between good online content and effective content marketing. Content marketing is specifically aimed at creating and sharing online material (e.g. videos, blogs, email, and social media posts) that does not explicitly promote a brand but is intended to educate and stimulate interest in its products or services without direct selling. Social media forms an integral part of content marketing. While the purpose of content marketing is to broaden your customers’ knowledge of the field your business operates in, it also builds brand loyalty and boosts sales at minimal cost. Pundits claim that good content is the present and future of marketing; it must form part of social media marketing to augment SEO, PR, inbound marketing and content strategy. Similarly, people don’t want advertisements to influence their purchasing decisions, instead they want valuable information (content that spreads via social networks and generates powerful word-of-mouth exposure to get people to know, like, and trust your brand.